If You Made This Common Mistake, You Need a New Logo

April 19, 2016

From the second you wake up in the morning to the moment you go to bed at night (and heck, maybe even in your dreams sometimes…) you are being greeted with logos. From the simply sign hanging above the coffee shop to the computer you use at work, these visual displays of a business can be found everywhere. A logo does a lot of things for a business and brand: portrays the values of the business, sends a message about the brand, and differentiates you from your competition. That being said, there are some crucial design elements that all logo designs should possess!

What Should My Logo Include?

As the instant visual identification of your brand, your logo has big shoes to fill. It needs to embody your brand, cater to your target clientele or demographic, and work across multiple mediums for promoting and advertising your brand.

Your logo should possess the following elements:

  • Describable
  • Memorable
  • Relevancy
  • Scalability
  • Flexibility
  • Effective

What does this mean? This means that someone seeing your logo for the first time should be able to remember what it is, what your business does, and convey this to someone else. It should be flexible in its application, allowing you to render with color or without, resized extremely small or very large, and can be used in a number of different applications to ensure that you get what you need from your design. In addition, your logo should work to stand apart in your industry, giving you a unique edge against the competition.

Each business is different, and what your business needs to convey to the world will largely vary from others. Just because every coffee shop on the street uses a hand-lettered sign doesn’t mean that yours should too! What are the values of your coffee shop, and what do you bring to the table that the other stores don’t? Use this to your advantage! Instead of another hand-lettered logo prominently displayed, consider another logo format that is just as beautiful but will make you stand out.

There are elements that combine within a logo that work to convey your brand, including but not limited to symbols and icons, colors, words, fonts, and shapes. Including to use, or to leave out, each of these components conveys a message. Distracting elements and details can take away from the overall message you’d like to use- sometimes simplicity is best!

Importantly, don’t be afraid of rebranding if you need to! Just because you have purchased a logo design and have made use of it doesn’t mean that you’re stuck with it! Rebranding is a tool that companies big and small use over and over to ensure that their brand remains relevant- and sticks with their customers! If your company has grown, changed, or evolved its message, your logo should be sure to reflect this as well.